A collaboration between Magnum and designer Iris Van Herpen resulted in an upcycled and elevated vegan dress for Paris Fashion Week. It demonstrated how cross-pollination across industries can help everyday brands align themselves with elusive qualities like aspirational luxury.

Gen Zers are often described as the eco-conscious generation, but despite growing pushback against fast fashion brands, ecommerce giant, Asos, has remained resilient over the last year, bringing affordable fashion to a large proportion of young consumers.

The COVID-19 crisis forced many Americans to reconsider their budgets and environmental impact, leading some to embrace the resale market – a penchant that looks set to outlive the pandemic for many Gen Yers. So, how can brands facilitate and reap the benefits of second-hand purchasing?

Mostly known for its Gen Zer user base, TikTok is seeing a rise in estate sale content, an activity once reserved for older generations. As younger audiences look for new ways to spend savvily and sustainably, unusual experiences can help brands stand out as resale platforms fight for space.